Member Get Member (Growth)

Dec/21 → Jan/23

The Member Get Member (MGM) program holds significant historical importance for The Company. In the early days, a referral was the only way to join, making the MGM channel extremely popular and vital for initial growth. Over time, as direct application became available, the channel naturally lost its proportional volume but retained its strategic relevance as the lowest-cost acquisition channel.

The MGM team was re-established to optimize and scale this low-cost referral engine, leveraging the migration to the Flutter framework and focusing on next-generation engagement strategies.

Mobile displaying the referral dashboard

Referral dashboard achievement badges and gamification elements

(I)

Understanding the Problem:

The central challenge was two-fold: to modernize a channel that had experienced natural decline in volume due to product maturity, and to transform the flow—which suffered from friction and a legacy tech stack—into a scalable, high-engagement growth engine.
Another key factor is that Nubank was changing the app's programming language to Flutter, and we had a mission of redeveloping the Dashboard in a new programming and Design System language.

The problem involved:

1. Architectural and UX Overhaul: Redesigning the MGM Dashboard and referral flow to mitigate usability friction, ensure a smooth Flutter migration, and create a robust testing environment for new concepts.

2. Reclaiming Relevance: Developing new value propositions to make referrals compelling again, given that direct application was now widely available.

3. Funnel Optimization: Addressing points of highest drop-off in the referral funnel to significantly increase Application and Release rates.

[Fig 1] Custom Invitation Layouts - Social Ticket

[Fig 2] Social Ticket Customization

[Fig 3] MGM Research Deck

[Fig 4] New Dashboard

[Fig 5] New Dashboard - Codesign Session

[Fig 6] World Cup Deck with Test Results

(II)

Design Deliverables & Impact

My work in Design Strategy and execution was anchored on two pillars to drive overall improvement in the Referral to Release metric:

Incentives & Engagement: Designing incentive tests focused on the social bond and virtual/gamified rewards.

Foundational Fixes & Architecture: Mapping the end-to-end flow and fixing bugs/unexpected behaviors, ensuring a solid, low-friction base experience across the entire program.

My direct contributions led to statistically significant improvements across key acquisition and conversion metrics, focusing on strategic incentives and core UX improvements.

✎ MGM New Dashboard: Complete redesign of the core MGM experience, resolving technical migration issues (to Flutter) and usability problems identified in user research. Tested multiple design concepts; the Badges Dashboard was rolled out, driving significant uplift in Referrals, Applications, and Releases by clarifying the user journey.

✎ MGM Discovery Research: Conducted exploratory interviews and usability tests, updating behavioral insights and defining the requirements for future reward mechanisms.

✎ Social Ticket Test: Designed customized, thematic invites (called "Social Ticket") to leverage the social bond between users and friends, mitigating the lack of monetary rewards. Tested multiple variants to understand user preference for personalization, providing key insights into the power of non-monetary, emotionally driven incentives for future strategy.

✎ World Cup Campaign: Designed the in-app experience for the first large-scale incentivized campaign (lottery/rewards), where MGM sent users to Qatar's World Cup . Due to tight schedule, my role focused on creating the minimal viable flow to ensure rapid engineering handoff and defining multi-channel communications strategy.

✎ Conversion and UX Testing: Led numerous high-impact A/B tests focusing on the highest drop-off points and new entry points, resulting in statistically significant increases in monthly releases and improved usability across the funnel.

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